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Newspaper Print Ad Revenue Only Going to Get Worse
Peter Brantley - Jeff Jarvis helps perform an analysis of ad pages in the New York Times
and the missed revenue is shockingly high:
"Grand total: 4.5 pages out of a total 44 pages, or slightly more than 10 percent. Note here that Tribune company wants a 50/50 ad/edit ratio (at its optimum, I’d bet The Times probably chose to operate at a higher proportion for edit). But for the sake of ease, let’s use the Tribune’s numbers. Also, note, by the way, eight house ads (what, not enough news out of the newsroom today?). Finally, note that I’m adding up my local New York edition; I’m sure there are fewer ads nationally.
...
"Remember, The Times is still, so far as I understand, profitable; it is a still-strong ewspaper brand. The Boston Globe is, of course, another matter and it is in today’s paper-thin edition that The New York Times Company reports it is threatening to shut down the Globe because it is losing $85 million a year now.
"And it’s only going to get worse.
"This is why I say there is no time to waste to make the transition to the next life for news. Print is simply no longer sustainable. "
and the missed revenue is shockingly high:
"Grand total: 4.5 pages out of a total 44 pages, or slightly more than 10 percent. Note here that Tribune company wants a 50/50 ad/edit ratio (at its optimum, I’d bet The Times probably chose to operate at a higher proportion for edit). But for the sake of ease, let’s use the Tribune’s numbers. Also, note, by the way, eight house ads (what, not enough news out of the newsroom today?). Finally, note that I’m adding up my local New York edition; I’m sure there are fewer ads nationally.
...
"Remember, The Times is still, so far as I understand, profitable; it is a still-strong ewspaper brand. The Boston Globe is, of course, another matter and it is in today’s paper-thin edition that The New York Times Company reports it is threatening to shut down the Globe because it is losing $85 million a year now.
"And it’s only going to get worse.
"This is why I say there is no time to waste to make the transition to the next life for news. Print is simply no longer sustainable. "
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